Use Tableau to Get to the Gold Hidden in Salesforce

USE TABLEAU TO GET TO THE GOLD
HIDDEN IN SALESFORCE
Secrets to Unearthing Missing Valuable
Indicators

• Introductions
• Overview of Benefits from Tableau on Salesforce
– Operational Benefits for the sales team
– Embed Tableau dashboards inside Salesforce
– Strategic Benefits for sales and executive management
• Keys to Success:
– Integrating Salesforce with Tableau
– Drill through from Tableau into Salesforce
– Data Preparation
– Data Organization
• Additional Benefits
• Senturus Overview
• Additional Resources
Agenda
2©2018 Senturus, Inc. All rights reserved.

Presenters
Greg Herrera
President and Co-Founder
Senturus, Inc.
3
Michael Weinhauer
Practice Area Director /
Solutions Architect
Senturus, Inc.
©2018 Senturus, Inc. All rights reserved.

Hundreds of Free Resources
www.senturus.com/resources/
©2018 Senturus, Inc. All rights reserved. 4

This slide deck is from the webinar:
Use Tableau to Get to the Gold Hidden in Salesforce
To view the FREE video recording and download this
deck, go to:
http://www.senturus.com/resources/use-tableau-get-
gold-hidden-salesforce/
Hear the Recording

Decision-Making at the Point of Impact
- For the sales team
- For sales and executive management
OVERVIEW: BUSINESS BENEFITS OF
TABLEAU ON SALESFORCE

Product Integration and All the Data
OPERATIONAL BENEFITS FOR THE SALES
TEAM

Operational Benefits: For the Sales Team

If We Don’t Have It, You Don’t Need It (sort of)
9
Salesforce reports are limited to Salesforce data

If We Don’t Have It, You Don’t Need It (for real?)
Embedded in
Salesforce
screens

Why Sparkler?
11
Full context without needing to leave Salesforce!

IWDHIYDNI - Account Prioritization Based on Behavior

Hear the Recording
To view the FREE video recording and download this deck,
go to:
http://www.senturus.com/resources/use-tableau-get-gold-
hidden-salesforce/
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Seeing the Future
STRATEGIC BENEFITS FOR SALES AND
EXECUTIVE MANAGEMENT

Strategic Benefits: See the Future

Informing Resource Allocation Decisions
16
1. Grow the pipeline
2. Increase velocity
3. Improve win rate
Losses Wins $$$
4.Increase deal size
Four ways to increase revenue
Sales
Pipeline

Dashboard of Leading Indicators

• Deal fallout by cycle stage
• Close ratio
• Lead response time
• Total number of engaged leads and opportunities
• Campaign effectiveness
• Bookings trend
• Current snapshot amount
• Pockets of performance (e.g., industries, channels,
territories)
Other Leading Indicators

The Demand Funnel
Prospect
Engaged
Marketing Qualified
Sales Accepted
Sales Qualified
Sales Cycle
Closed Won

• Which marketing programs are truly effective?
• Are there early indicators that tell us which engaged
prospects are likely to become high-value customers?
– How do we increase our conversion rates?
– BTW, what are our conversion rates?
• Which programs are great at generating new leads?
• Which programs are great at progressing deals?
• Are we getting better?
– Trend of lead velocity?
– Trend of conversion rates?
• What should we stop doing?
The Business Needs Answers

Quick Win From the Built-In Integration
Capabilities in Salesforce and Tableau
KEY TO SUCCESS 1: APPLICATION
INTEGRATION

Click in Tableau, Arrive in Salesforce
Drill from a Tableau dashboard directly into the relevant
Salesforce screen

Click in Tableau, Arrive in Salesforce (how to)
Configure a Tableau URL action that combines your
Salesforce domain with the relevant Salesforce record ID

Better Insights from Organized and
Enhanced Data
KEY TO SUCCESS 2: DATA PREPARATION

• The Salesforce database tables and fields to connect
from Tableau are named and organized consistently
with the subject tabs you see in Salesforce screens
– Account information is in the Account table
– Opportunities are in the Opportunity table, etc.
• The custom fields created in Salesforce are also
available in the data tables, they have __c as a suffix;
example: BehaviorScore__c
Salesforce Data Preparation

Techniques for Surfacing Salesforce Data in Tableau
1. Manually extract data from Salesforce into flat files, pull into Tableau
2. Utilize Tableau’s direct connections to Salesforce cloud
26
3. Connect Tableau to a replica database of Salesforce data that you control

Techniques for Surfacing Salesforce Data in Tableau
27
4. Connect Tableau to an integrated database that you
control
Integration
Process/ETL
Combined
Database
Other Sources
e.g. ERP,
Marketing
Automation

Technique Capabilities Matrix
Capability Business Questions Answered Salesforce Tables Data
Technique
Basic Opportunity
Visibility
- Bookings trend
- New Opportunities trend
- Win Rate trend
- Average Deal Size trend
- Velocity trend
- Locations of success
Opportunity,
Account,
User
Tableau
Connector
to
Salesforce
Pipeline Growth - Pipeline Growth Trend
- Components of Pipeline Growth
Opportunity,
Opportunity History,
Opportunity Field
History,
Account,
User,
Derived: Pipeline
Growth Fact
Revenue Attribution Marketing Effectiveness
- Which campaigns drive sales?
- Which don’t?
Campaign,
Campaign Member,
Account,
Contact,
Derived:
Engagement
Attribution Fact

Technique Capabilities Matrix
Capability Business Questions Answered Salesforce Tables Data
Method
Demand Funnel What types of campaigns or sales
activities accelerate deals?
At what rate are we converting?
- Prospects to Engaged
- Engaged to MQL
- MQL to Sales Accepted
- Engaged to Won
- Sales Accepted to Won
Which campaigns pull in new
prospects and new accounts?
At what stage are deals falling
out?
Opportunity,
Account,
User,
Campaign,
Campaign Member,
Contact,
Lead,
Derived: Demand
Funnel Fact
Customer 360 (aka,
“Everything they
need”)
What information from outside
Salesforce will best help our sales
reps?
Order history from
ERP,
Customer Service
from Call Center,
Web page visits,
Etc…
Seeing more of the
future – predictive
analytics
How much and what will sell in
the next year based on today’s
pipeline and sales trend?
Combinations of all of
the above

Hear the Recording
go to:
hidden-salesforce/

Bonus: Tableau Also Works Best When the
Data is Organized into Metrics and
Attributes
KEY TO SUCCESS 3: ORGANIZE THE
DATA THE WAY DECISION-MAKERS THINK
ABOUT THE BUSINESS

• Metrics and attributes are defined in business-user
terminology, great for self-service reporting
• Designed from the ground up for query performance
Salesforce Data Example: Metrics & Attributes
Date
Date Id
Day
Quarter
Year
Opportunity
Opportunity Id
Opp Name
Opp Type
Opp Stage
Pipeline
Growth Metrics
Date Id
Account Id
Opportunity Id
Sales Rep Id
Growth Amount
Weighted Growth
Account
Account Id
Account Name
Account Type
Sales Rep
Sales Rep Id
Territory
Manager
Measures,
Metrics, KPI’s
Benefits
32

Extend the Salesforce Data with
Attribution Algorithms and Attributes
Important to the Business
DATA PREPARATION TECHNIQUES –
REVENUE ATTRIBUTION

Which Marketing Campaigns are Opening New Accounts?
34
Enhance the Salesforce Data
An algorithm evaluates the marketing
campaign engagements that preceded
won opportunities and calculates how
much revenue is attributable to each
marketing campaign.

Salesforce Opportunity Table: Base Data
Account Opp Name Created Date LOB
Acme Inc Controllers 01-Jan-2017 Software
Acme Inc Group Trng 15-Feb-2017 Training
Acme Inc Testers 01-Apr-2017 Software

Salesforce Opportunity Table: Enhanced Data
Account Opp Name Created Date LOB Account
First Deal
LOB First
Deal
Acme Inc Controllers 01-Jan-2017 Software First piped
deal for
account
First piped
Software
deal
Acme Inc Group Trng 15-Feb-2017 Training Not first
piped deal
for account
First piped
training
deal
Acme Inc Testers 01-Apr-2017 Software Not first
piped deal
for account
Not first
piped
software
deal

Very Challenging, but Very High Impact
DATA PREPARATION TECHNIQUES -
PIPELINE GROWTH

What’s the Trend in Each Component of Pipeline Growth?

Pipelines are Current Snapshots
Opportunity Amount Stage Probability Close Date
Bike Universe $50k Early 20% 2016-12-25
The Cracker Box $40k Middle 40% 2017-02-25
Racing Bike Outlet $35k Favored 60% 2016-09-01
Northwind Traders $65k Verbal 70% 2016-11-25
Rugged Bikes $60k Closing 90% 2016-08-31
Grand Cycle Store $55k Closed Won 100% 2016-07-25
As of now, the pipeline says this:
In Salesforce and most other CRM systems, the sales
pipeline is tracked in an opportunity table, which
maintains only the current values.
39

Two Options
1. Configure Salesforce to capture each pipeline update
and organize these records in a database
2. Use the data warehouse
– Store periodic snapshots of the entire pipeline (e.g.,
Daily, Weekly, Monthly)
– Capture each pipeline update by comparing new data
warehouse records with the existing records from the
prior warehouse load
Need to Capture the Pipeline Changes

The Salesforce data tables from which the pipeline
growth metrics can be derived:
• Opportunity history
• Opportunity field history
Salesforce Tables for Deriving Pipeline Growth

Salesforce has built-in functionality that tracks changes
to a specific group of five pipeline fields:
1. Amount
2. Close date
3. Forecast category
4. Probability
5. Stage
Salesforce Opportunity History Table

Salesforce Tracks History Functionality
• Salesforce can be configured to track changes to
any/all fields in the opportunity table
• The records will appear in the Opportunity Field
History data table
43

SFDC history tracking is a legitimate technique for
tracking pipeline changes, limitations require significant
workarounds
• It does not capture the deal stage as of the time of the
update
⎯ Need to separately derive the historical stage from the
Opportunity History table
• Need to deal with corner cases where revenue and stage
changed at the exact same time
• Opportunity Field History records are created when an
Opportunity record changes, but not when an Opportunity
record is created
⎯ Need to get the created information from another place
Limitations of Opportunity Field History

New Blood is Essential
DEMAND FUNNEL MARKETING
ENGAGEMENTS

Are We Gaining New Prospects or Recycling?

• Marketing engagements tracked in the Salesforce table called
Campaign Member
• Join the Campaign Member table with the Campaign table for analysis
• Improve insights by enhancing tables during the data preparation
phase of your analytics project
– First engagement – person
– First engagement – account
– Progression counts
– # of invitations sent
– # of invitations opened
– # of invitations clicked
– # of registrants
– # of attendees
– # of no shows
Marketing Engagements – Enhancements Required

Hear the Recording
go to:
hidden-salesforce/

Need to Track the Prospect-to-Closed
Journey to Know What Works and What
Doesn’t
DEMAND FUNNEL FACT (AKA
CONVERSION RATE FACT)

The Demand Funnel
Prospect
Engaged
Marketing Qualified
Sales Accepted
Sales Qualified
Sales Cycle
Closed Won

• Prepare a new table in your integrated database that
keeps track of the entire demand funnel journey for
everyone to whom you market or sell
• For each stage in the demand funnel
– Date and time the person entered the stage
– Date and time the person exited the stage
– Duration during which the person was/has been in the stage
– The marketing campaign(s) which drove the stage change
– Stage from which the person entered the new stage
– Stage to which the person moved from this stage
Demand Funnel Fact – Enhancements Required

Usually in the ERP System, not Salesforce.
Part of the “If We Don’t Have It, You
Don’t Need It” Enhancement
CUSTOMER 360 SALES ORDERS FACT

• Give the sales reps and managers all the data they
need, even the data that does not exist in Salesforce
itself
• Source: Orders data from order entry or invoicing
system
– Revenue trend for each account
– Time since each account last did business with us
– Lifetime value of each account
– Last x months revenue for each account
• Customer service system is another source of
information relevant to sales team
– Provides leading indicators of customer sentiment
Sales Orders Fact – Enhancements Required

Advanced Analytics
ADDITIONAL BENEFITS OF ORGANIZED
DATA AND TABLEAU-R INTEGRATION

Built-In Forecasting on Seasonal Data with Annual Regularity

Built-In Forecasting on Seasonal Data with Holiday Causation

R Forecast Detects Seasonality much
better

R Forecast with Causal Data Factor Forecasts with Future Holiday
Affect

• With the Sparkler integration, Tableau on Salesforce delivers both
operational and strategic benefits
• Deliver analytics as a series of self-funding projects
• Deliver high-impact value, build on it, repeat
• Expand on data preparation capabilities
– Huge benefits to productivity and insight discovery
– Get advice/build roadmap to avoid painting into corner
• Local databases expand Tableau capabilities dramatically and remove the
ceiling
– Highest value comes from the combined database delivering all
metrics
• Don’t stop at just sales and marketing
– Customer behavior data exists in several systems including order entry
and customer support
• Direct connections to cloud data provide quick wins but limited headroom
Summary

Install Tableau Sparkler
• Installation of Sparkler on Tomcat Application Server
• Secure Configuration of Sparkler (Tomcat) and Tableau Server
• Configuration of Trusted Tickets Authentication between Tableau
Server and Sparkler
• Configuration of Salesforce to use the Sparkler application,
included Visualforce pages and Salesforce tabs
• Configuration of included Tableau Dashboard (Accounts
Dashboard, Accounts, and Opportunities) for use on Tableau
Server
• $4995
Recorded Webinar: Embedding Tableau in Salesforce Dashboards
http://www.senturus.com/resources/embedding-tableau-in-salesforce-dashboards/
Senturus Can Help
Embed Tableau Visualizations into Salesforce

A free 1-hour follow-up consultation to discuss specific
problems/challenges we did not cover today
• Contact Kay Knowles at kknowles@senturus.com or
303 330 7321
Next Steps

Hear the Recording
go to:
hidden-salesforce/

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Copyright 2018 by Senturus, Inc.
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Senturus, Inc.
73

Useful Content Not Covered in the Session
APPENDIX

The Original World Series Leading Indicator

Quick Tour of the Possible
TABLEAU ON SALESFORCE GALLERY

Sales Summary

Quota Attainment

Quota Attainment II

Segmentation

Multi-Metric Scorecard

Scorecard Activity Details

Who’s Hot Dashboard

Measuring Revenue Driven by Marketing

Top 20 By Industry

https://www.tableau.com/solutions/gallery
Gallery of Additional Examples

Use Tableau to Get to the Gold Hidden in Salesforce

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